The effect of consumer knowledge on sustainable clothing behavior: A quantitative study of the effects of knowledge on environmental issues related to the fashion industry on purchase intention, and recycling activities among millennials: A quantitative study of the effects of knowledge on environmental issues related to the fashion industry on purchase intention, and recycling activities among millennials
Author
Einarsdóttir, Viktoria Ósk
Term
4. Semester
Publication year
2022
Submitted on
2022-06-01
Pages
133
Abstract
This thesis examines how knowledge of environmental problems caused by the fashion sector influences sustainable behavior among millennial fashion consumers. A review of research on sustainable behavior, slow fashion, and fast fashion informed a conceptual framework with five hypotheses. Here, slow fashion refers to buying fewer, higher-quality items and using them longer, while fast fashion involves frequent, low-cost purchases. The study used a quantitative approach via a self-administered online survey shared in communities on Facebook and LinkedIn. After screening for the target age range, 74 participants remained, 60.8% of whom were female. Data were analyzed in IBM SPSS using multivariate linear regression, ANOVA, and coefficient tests to examine relationships between environmental knowledge, attitudes, purchase intentions, and behavior. The analysis shows that environmental knowledge has a significant influence on sustainable clothing behavior. Knowledge about the environmental impact of fashion and clothing production increases purchase intention for sustainable clothing and is positively associated with sustainable behavior more broadly. Consumer attitude also positively affects the intention to buy sustainable clothing, in line with previous studies. However, knowledge about the environmental impact of clothing production is associated with lower engagement in recycling behaviors such as donating clothes.
Dette speciale undersøger, hvordan viden om modebranchens miljøproblemer påvirker millennials' bæredygtige adfærd som forbrugere. Et litteraturstudie om bæredygtig adfærd, slow fashion og fast fashion dannede grundlag for et begrebsrammeværk med fem hypoteser. Slow fashion forstås som at købe mindre og bedre samt bruge tøjet længere, mens fast fashion handler om hyppige, billige køb. Undersøgelsen havde en kvantitativ tilgang via et selvadministreret webspørgeskema, som blev delt i fællesskaber på Facebook og LinkedIn. Efter aldersscreening bestod datasættet af 74 deltagere, hvoraf 60,8% var kvinder. Data blev analyseret i IBM SPSS med multivariat lineær regression, ANOVA-test og test af koefficienter for at undersøge sammenhænge mellem miljøviden, holdninger, købsintentioner og adfærd. Analysen viste, at miljøviden har en betydelig indflydelse på bæredygtig tøjadfærd. Viden om mode- og tøjproduktionens miljøpåvirkning øger intentionen om at købe bæredygtigt tøj og hænger også positivt sammen med bæredygtig adfærd generelt. Forbrugernes holdning påvirker ligeledes intentionen om at købe bæredygtigt tøj positivt, hvilket stemmer overens med tidligere studier. Samtidig viste resultaterne, at viden om tøjproduktionens miljøpåvirkning er forbundet med lavere tilbøjelighed til at genanvende, for eksempel ved at donere tøj.
[This apstract has been rewritten with the help of AI based on the project's original abstract]